There’s been much talk lately about the recent changes to Google’s algorithm – the basis by which they determine the ranking of a company’s site in response to a keyword query.

There’s been much talk lately about the recent changes to Google’s algorithm – the basis by which they determine the ranking of a company’s site in response to a keyword query.

Companies investing all their marketing dollars in SEO are counting on stable results. But the fact is, Google is always changing its algorithm, and did so 550 times last year. Every time the search giant makes a change there’s a chance your bottom line could experience a dramatically negative impact – if you’re relying too heavily on SEO.

Increasingly, SEO will be the
consequence
of the good content a company produces and subsequently markets – an outcome, not a method in and of itself. Companies who blow marketing budgets on SEO will find themselves left in the dust if results are underwhelming or Google once again changes its algorithm

This means businesses have to shift their thinking and invest in additional tactics. By creating multiple channels of potential return, small businesses can minimize risk and smooth the impact of external factors they can’t control.

Some tactics to consider in diversifying your online marketing:

Forums/Boards
: Advertising products or services through Craigslist and Kijiji in order to generate a new channel for leads.

Webinars
: These allow a business to showcase expertise and value. This could be through the company website, or third party providers.

Video
: Quality video on the company’s website will help you convert site visitors to leads at a higher rate – it’s a credibility signal. Visitors who view product videos are 85 per cent more likely to buy than visitors who do not, according to business intelligence firm Internet Retailer.

eBooks
: Create and market your own eBooks through Linkedin or Facebook, channels where you can track the information of those downloading the books and follow up with nurture marketing. It’s a subtle way to build a presence with a potential future customer.

Email marketing, NOT spamming:
The legitimate building of your contact list by providing incentives – including good content – to encourage online visitors to opt-in. This could be in the form of discounts on goods or services or access to a proprietary white paper or event.

Paid search
: Even a small search word or ad campaign helps diversification, and comes with the option of setting your budget from day-to-day in a flexible, cost-effect way.

Online demos/audits
: If your business provides a service that potential customers can demo or experience for a free trial period, or a product that can be sampled, consider offering it in exchange for basic information you can use to follow up for sales leads.

Primary research
: By conducting value-added surveys and releasing the results as downloadable whitepapers, blogs, or to the media, you’ll both enhance PR efforts and generate valuable information. This helps position you as an authority on a specific topic, and improves your site’s search ranking on that same topic.

Partnership marketing/co-branded marketing
: Consider the benefits of working with another company to promote each other.

Each of these tactics has the potential to generate enough of a response on its own, but by exploring more than one – along with a traditional/online marketing mix – your eggs will be placed in several different baskets. This allows you to find and concentrate on effective marketing methods while mitigating the impact of tactics that don’t work.

Jeff Quipp is the founder and CEO of
Search Engine People
(SEP). SEP is Canada’s largest and most trusted Internet marketing company. Established in 2001, SEP is now the trusted choice for over 1000 clients worldwide, including many of Canada’s top brands.